Useful measurement is not the result of random discovery. It comes from having a plan.
The Analytics Roadmap
The period of time that occurs immediately after implementation is perhaps the most critical for a web
measurement initiative. Too often, unrealistic expectations and a lack of analytic direction
combine to make the post rollout phase one of disappointment. Semphonic's Analytics Roadmap
is designed to address organizational expectations and keep your program on track.
By putting in place a formal measurement plan, everyone in your
organization will have well-defined and realistic expectations.
This framework will also protect your analysts from unreasonable ad hoc requests while
providing them with critical direction concerning which
which analyses to initially tackle and how best to approach them.
Having such a plan is surprisingly important when it comes to achieving analyst productivity.
While many organizations assume that such productivity can come simply from random data esploration, this is
almost never the case. Instead, experience tells us that project-driven analysis yields a far more consistent business value that's
many orders of magnitude greater than that created by random exploration.
The Analytics Roadmap is a collaborative process. We'll identify a wide
range of possible deep-dive analytic projects with the potential to drive significant business value and work
with key stakeholders and your measurement team to build a working plan. The projects selected
will be based on our experience with countless web sites, a review of your own sites(s), and an
examination of current usage patterns using online data.
Each project is reviewed with management team. We'll explain it's goals and implemntation,
and talk about the uses of all potential findings. The we'll work with you to create a long-range plan which
lays out the best analytic projects to tackle and provides practical management guidance for each.
Don't get lost along the way! Use an Analytics Roadmap to guide you to genuinely insightful online measurement!
